Answer 1

Growing businesses face a range of challenges. As a business grows, different problems and
opportunities demand different solutions. Recognizing and overcoming the common pitfalls
associated with growth is essential if your business is to continue to grow and thrive. As a leader
of my organization, initially I’ll have to face a number of challenges, some of which are listed
below

1. Communicating effectively with employees

As a leader, there can often be an element of distance from the rest of the team. This creates one
of the biggest challenges, bridging the distance with effective and timely communication skills.
If not tackled efficiently, this obstacle can damage the organization’s culture, as when a chief
isn’t communicating well with their team about business matters or individual progress, not only
could it be damaging the chief-employee relationship, but it could also be greatly adding to
employees’ work-related stress which ultimately harms the culture of an organization.
Solution:
Everyone communicates in their very own way. Some communication strategies can be effective
for some employees but not for others. Discovering the team's different personality
characteristics is the ideal way to overcome communication obstacles. Personality assessments
are an ideal way to evaluate each team member's strengths and limitations, as well as how these
different personality types communicate and what they will better respond to. This would enable
me to properly orchestrate my team, communicate more efficiently, and develop a better
understanding of any limitations.

2. Mitigating conflicts within our team

When a conflict arises between two colleagues, it can be felt throughout the team. When
conflicts aren’t resolved, they can quickly affect the overall productivity and can demolish
team’s morale and can even lead to top performers leaving the company. As an executive, I’m
responsible to resolve any conflicts as quickly as possible, before they develop into broader
issues.
Solution:
When a conflict between team members arises, it's my job to fully understand the point of
concern before taking any action. A conflict over an area of work can be healthy and can actually
lead to more innovative thinking and solutions but it’s our job to nurture the conflict into a
productive direction. When a conflict between colleagues is personal, I’ll have to step in before it
begins to affect their working relationship and the rest of the team. In order to do that, I’ll have
to remind my team the company’s culture and values. In order to condition our workforce around
the organization's core principles, I'll need to articulate these priorities from the outset. If a
dispute occurs, I must hold a fair and reasonable debate, and I must project myself as a voice of
reason by mediating the dispute.

Answer 2
Marketing Segmentation and Target Audience
Being the marketing head at Zong, our target audience and our main focus are the middle and
upper middle-class adolescents and young adults. We have segmented our target audience into
three segments. Our targeting tagline is "target the low and middle end market." We only had
items that the masses wanted to come up with and we made sure they reached the low-end
market. At Zong, we segment our customer accordingly for example youth, women for instance,
we have separate services for students or young people and separate services for women, which
enables us to concentrate on our target market accordingly. Allowing us to approach customer in
an effective way.

 Demographics
Age: The target market for our core product includes young adults and prospective
consumers who are affiliated with a prominent educational institute, mainly people who
are currently enrolled into various educational institutions. Young adults with the age
bracket of 14-24 as well as university goers of different ages.

Income Group: Most of the profits or benefits of this core product are targeted at a stable
group aligned with educational institutions within Pakistan which forms the major chunk
of our customer base. As the result, we tend to apply niche marketing in marketing our
product. We have targeted the middle and upper middle class for this accordingly. We
have focused on Private school, college and university goers since they are the ones who
have the ability to consistently pay for our services and thus become our long-term
customers. As a marketing head, we have analyzed that most of our revenue is generated
from our targeted customer base.

 Psychographics
Personality: The personality traits found in the customers that would like to try our
product Zong 4G, basically revolves around the repositioning of our existing product. We
previously targeted the youth in general. Now we are targeting a micro-segment within
the youth who are enrolled in different educational institution. These individuals are
technologically advanced individuals, e-Mersives and Techno-pragmatists who want to
be connected to the internet 24/7 and we at Zong will facilitate their instantaneous need
for gaining information, and need for cyber connectivity. They mainly from Generation
 Y, they constantly browse the World Wide Web the most and are therefore constant users
of the Internet. They have member ship to/ are part of social reference groups on the web
and social media sites such as Twitter, Facebook, Snapchat, Instagram.

Attitude: Attitude refers to the measurable action of a consumer based upon his/her set
perception. We target consumers, who significantly have an interest in internet-based
activities (Either informational/ entertainment or a mixture of these). Moreover, they are
pleased to see the Internet as an escape and to pass time online and think of it as
somewhere they can meet people and be part of a community. They see the Internet as a
technology they can control, a tool they can employ to make their life easier, to save time
and keep in touch with people. They are immersed in the Internet as part of their
everyday life and work. Therefore, due to their immense connectivity requirements, we at
Zong specifically target such audience

 Behavioral

In Pakistan, we mainly target the consumers who are virtually active or social, and
require high speed internet to keep them up to date with their social circles, moreover
there is specific interest in youth or adolescents who are a member of an educational
institution and consequently need mobile internet facilities to gain information, for
educational purposes also other entirely leisurely purposes.